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KAKEN_23530542seika.pdf
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Download
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:94.6 KB
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消費者の理論的選択モデルに関する研究
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ショウヒシャ ノ リロンテキ センタク モデル ニ カンスル ケンキュウ
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Shohisha no rironteki sentaku moderu ni kansuru kenkyu
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Theoretical models of consumer choice behavior
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里村, 卓也
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サトムラ, タクヤ
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Satomura, Takuya
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慶應義塾大学・商学部・教授
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Research team head
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科研費研究者番号 : 40324743
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2014
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科学研究費補助金研究成果報告書
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2013
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本研究では消費者の内部構造に焦点を当て、2つの点から消費者の選択行動の理論的モデルの構築を行った。ひとつめは、消費者の最適化行動をもとに、需要制約がある中で複数代替案を複数個選択するという消費者選択行動を分析するためモデルの構築である。もうひとつは、認知的メカニズムを利用して消費者の識別・選択行動を意思決定時間も含めて分析するためのモデルの構築である。これらの構築されたモデルについて階層ベイズ手法を適用した実証分析を行い、モデルの有用性を示した。
This research focuses on the internal structure of the consumer, and develops the theoretical models of consumer choice behavior in two ways. One is the consumer choice model for multiple goods and quantities under the demand constraint. This model is based on the consumer optimization behavior. Another one is the brand discrimination and decision model. In this model, the time for decision and the results of decision are represented in a single model. This model is based on the cognitive mechanism of consumer perception and decision. These models are estimated in the hierarchical Bayesian approach. Empirical analysis shows that proposed models give good results.
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研究種目 : 基盤研究(C)
研究期間 : 2011～2013
課題番号 : 23530542
研究分野 : 社会科学
科研費の分科・細目 : 経営学、商学
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